Jason Chebib is VP, consumer planning for Diageo North America, looking after Diageo’s brands including Smirnoff, Captain Morgan, Crown Royal, Guinness, Johnnie Walker, Baileys, Bulleit and more. Consumer planning at Diageo is evolving into a leadership function, with a stated mission to “lead the business with insights and ideas that sell more.” Mr. Chebib came to the U.S. from Amsterdam, where he held a global role on Diageo Whiskies. Originating from London via Oxford University, Jason’s early career was in U.K. ad agencies, including Ogilvy and BBDO. He has IPA Effectiveness and APG Creative Planning awards. He then spent six years independently exploring brand consulting and marketing teaching, and has a Marketing Society award. Marketing plus Scotch whisky together make this Jason’s dream job.